The internationalisation has been a slow process for most companies and it has often been a question of gaining experience of other countries step by step. However, during the last two decades, companies have developed their international activities more on a contingency basis. The international...

The study functions as marketing intelligence inputs for the UK Government, the British Council as well as academic marketing planners for constructing their marketing opportunities‐threats audits, it investigates international students’ perception about the UK education and it researches UK...

Advances in information technology have constantly impacted upon the global marketing strategies of firms. This paper assesses the implications that an Internet presence can bring to organisations’ global marketing strategies and evaluates the difficulties the Internet can pose to the global...

This paper investigates international advertising approaches of USA‐based corporations that offer consumer services in overseas markets. Based on the empirical findings, the data reveal that the majority of the respondent executives tend to follow a localized rather than a standardized...

Purpose – The purpose of this article is to investigate empirically the drivers and barriers operation on the adoption of internet technology by business‐to‐business marketing companies that operate at the international level. Design/methodology/approach – A review of the literature...

Purpose – To examine the state of health of branding in China, focusing on the performance of major Chinese enterprises in creating brands (as distinct from brand names), sustaining them in the huge domestic market and expand them into global markets. Design/methodology/approach – The study...

Purpose – To take a more holistic and integrated view than in existing studies of export capability among small and medium‐sized enterprises, by exploring the key components of marketing management, and the blend of processes, practices and activities most closely associated with high levels...

Purpose – The archetype paradigm has been gaining importance as a marketing approach to global branding, advocating that strategists should create archetypal symbolism to engage with fundamental human psychology. The study reported here is based on consumer imagination theory, which aims to...

Purpose – The purpose of this paper is to discuss the impact of the recent European Union (EU) expansion on the international marketing strategies of Fjord Seafood, a Norwegian farmed salmon producer. Design/methodology/approach – The Norwegian salmon industry provides an interesting case...

Purpose – This paper seeks to analyse Foster's Lager advertising since the early 1980s. In particular, it aims to focus on the Foster's Lager “I Believe” integrated marketing communications (IMC) campaign launched in 2000 and the use of “commercial nationalism”....